FINAL CONCLUSION
This season, the high street and high end brands alike have been following a very similar colour palette, shape and texture. AW16
elements
have made appearances in almost all the newness that has hit down in store; even core drivers and basic tees have been updated to nod to
the fashions. My research included a strong focus on three seasonal trends and two core drivers – looking at the impact of texture, price
points, composition, Country of Origin and fit the garments.
Whilst COS is more expensive compared to majority of the high street, they offer a handful of smart fibers that lead to good quality clothing.
From doing this comp shop I gathered that COS values both fashionability and quality, whereas ASOS is more focused on fashionability
than quality. ASOS is brilliant at providing other colour options and added details, which shows how aware they are of seasonality. This is
also useful as variety is key for an e-commerce as consumers aren’t physically able to see the product. However, where ASOS is so focused on
the fashionability, they lose focus on attention to detail, for example how well the fit of the garment is for the consumer, the craftmanship,
and the sourcing of the material.
Zara as a brand is very good at creating an equilibrium between a stylish garment and good quality clothing. With this, they are able to
experiment more with their designs, as the customers are aware that Zara offer a replica of what is seen on the catwalk. Overall, I believe
their pricing is a true reflection of the products they are offering; the better the fiber composition, the more expensive the garment is.
Topshop clothing is competitively priced, offering additional discount for its target market – the student. The clothes offer comfort that is
appropriate for how mobile teens are, whilst always keeping trends at the forefront of their designs; at the same time, the material tends to be
more inexpensive as it must remain affordable.
With regards to my aspirational brands, it is evident that the quality of the clothing is far better than the high street. The price point is
evidently much higher then that of a high street brands due to he location in which the material is sourced and the high level of luxurious
material content. Thus, from physically touching the designer items, you could physically feel the luxury of the products. The intricacy of the
construction of the garment is apparent too and make the designer items a desired choice.
I think the maxi jumper dress will be continu ed into SS17 as it can be accessorized with a variety of different footwear and the season’s
accessories, however, instead of fibers like cashmere and wool typically used for generating warmth, I believe lightweight fibers will be used
as an alternative to ensure the garment is appropriate for the warmer climates.
Whilst Zara, ASOS and Topshop have a variety of different styles and qualities to appeal to a plethora of customers, COS has one overriding
ilk that reaches out and satisfies it’s target market continuously. Whether it is a pair of jeans or a roll-neck jumper, they are all easily
identifiable as COS. This is due to the fact that COS has mastered it’s colour palette, well-sewn structure, well-sourced and sustainable
material and specific price points. They have a consistent product mix; the customer is not overwhelmed by a multitude of options, it is a
curated assortment with a handful of choices for each garment type at one price point that the customer expects to pay before entering the
store.